TSE 1091: Three Things Small Businesses Get Wrong When Marketing

TSE 1091: Three Things Small Businesses Get Wrong When Marketing2019-05-102019-05-18https://thesalesevangelist.com/wp-content/uploads/2013/11/TSA_Logo_600x600.pngThe Sales Evangelisthttps://thesalesevangelist.com/wp-content/uploads/2019/05/6.jpg200px200px

Mistake #1: Overlooking messaging

Many people hear the word branding and they think of logos or designs. But pretty websites don’t sell things. Words do.

People get unnecessarily caught up on design but what they need to focus on is clear messaging. You have to clarify your message so that customers will listen.

Be deliberate about articulating what you do. In order to do that, you must understand who you’re serving.

Too many people think they are serving everyone with their product or service but that isn’t the case.

If I’m speaking to grandma and I’m speaking to my niece, we’re not having the same conversation. The language is different.

If you understand that you’re speaking to a particular group of people, there is a language that connects to that person. When you understand their pain points and their demographics, you can communicate your message about how your product or service solves a problem.

Dialing in

Stephen recalled a realtor who focused on selling to millennials and young couples. That’s who she was serving, but her message didn’t reach those people. She was trying to serve everyone.

Dial your message in. Understand who you’re truly serving. When you do, your message doesn’t have to be pitchy about your product or service. Your content can create a connection between you and your community.

Your brain

Understand that your brain is trying to survive and thrive. Within that, there are three things it’s trying to accomplish.

You want to make money or save money.

You want to gain status.

You want to associate with a tribe.

Your brain is also trying to conserve calories. So if your website or your collateral is too busy, your audience will tune it out.

For example, how many emails do you receive in a day? Most of them get deleted because the messaging didn’t appeal to you.

It isn’t a design or branding that gets your attention. It’s the message.

Mistake #2: Neglecting web presence

Your website is your digital home, and first impressions last. It allows you to redirect traffic to your products or services or other online avenues.

Studies show that 57 percent of people are afraid to recommend a business because of its website.

Decisions are emotional so if your website doesn’t inspire confidence, you won’t be able to convert the people who show up there.

You must take care of your website, and specifically your home page. Get a good solid web design.

Mistake #3: Lacking content

You must have a presence on social media specifically for businesses. You also have to be on LinkedIn.

Sharing content on LinkedIn generates so much more organic traffic than other platforms. It’s a business-related social channel. As result, the income and quality of the people you’re engaging with there.

There are more than 9 billion impressions on LinkedIn every week, which amounts to 468 billion impressions annually. Of those, only about 3 million users are actually sharing content, which means there’s a lot of room available. And it’s all free.

Don’t worry as much about buying ads on Facebook. Worry about who your audience is. Realize, too, that about 98 percent of your leads will come from LinkedIn.

Be creative

If no one is looking at your business, you’ll never thrive. You must create content of value and place it where the customers are. Put it in front of their eyeballs where they can’t dismiss it.

Have a solid brand presence online. Avoid the three things small businesses get wrong when marketing.

Branding course

Stephen created an online course called Brand You Academy that allows him to serve people and help with branding. It’s a 6-week online course that walks people through Stephen’s 15-year experience in branding.

When people Google you in 2019, whatever appears in your result will either leave people more or less inclined to do business with you.

People who sign up for the course are getting lifetime access to the course.

You can also connect with Stephen on his website and everywhere on social at Stephen A. Hart.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

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Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.